24 Aug 2012 US: Diet Coke can gets a striking makeover
Beginning September 1, the Diet Coke cans will look a little different. The new design, created by Turner Duckworth, first showed up on supermarket shelves last year as a limited-edition package, but it will now become the regular face of the leading soda brand. The familiar silver, black, and red colour scheme will remain the same, but the classic logo has been cropped to emphasize the iconic serif “D” and “k.” (Click pic to enlarge)
So why the makeover? Brand spokeswoman Kerry Tressler says the design is returning “by popular demand” after extensive market testing by Coca-Cola that began way back in August and September of 2010, with the test market seeing volume growth that outpaced sales in the rest of the country.
This is significant evidence that the new can may be a hit. “It wasn’t an accidental design or something that we just happened on,” says Katie Bayne, Coca-Cola’s president-sparkling beverages.
The new logo will not appear on bottles, only cans – but it will also make an appearance on a T-shirt designed by Miami International University of Art and Design student Gustavo Alonso. Target stores nationwide will stock the shirt to promote Diet Coke’s Young Designer Challenge.
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